The world-famous beverage company rewards honest behavior with tickets to soccer matches, ice cold Cokes and a moment of fame on the soccer stadium big screen, all while spreading the message that there are reasons to believe in a better world.
Coca-cola follows through with its remarkable humanistic advertising initiatives by launching a new campaign in Portugal that explores our natural capacity for honesty. The campaign, titled “Rivalry Wallet,” takes place in the Benfica ticket office in Portugal and starts with a very simple premise: what if you found a wallet days before a big football match and it has a ticket that belongs to a rival supporter?
Various instances of people finding the wallets are then shown. As revealed later on, a surprising 95% of the people who found the wallets surrendered it to the ticketing area.
These honest individuals were then greeted with thunderous applause from people who surrounded them and rewarded with a bottle of Coke as well as a ticket to the game. Coca-cola subsequently honored their actions by displaying their acts of honesty in the giant screen during the actual game.
Watch the full campaign in the video below: